65% Own a Watch, 46% Wear One Daily; "Want to Wear a Smartwatch" is 24% Among 20s

Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Mikoshi Igarashi) conducted a "Survey on Wristwatches (2026)" targeting men and women aged 20 to 69 nationwide. In the past, many people wore watches as a way to check the time, but with the spread of smartphones, how many people wear them on a daily basis? This survey focused on wristwatches and smartwatches, investigating "usage status," "main type worn," "purpose and reasons for wearing a watch," "price when purchasing a smartwatch," and "future intention to wear a watch."

◆Continue to the survey results here https://www.cross-m.co.jp/report/trend-eye/20260708watch

Survey Results 64.5% own a wristwatch or smartwatch, and 45.5% use one regularly.

Usage rate in their 60s is 61.4%, with over 40% saying they "use it often." On the other hand, 40% of those in their 20s and 30s "do not own" a wristwatch.

Regarding the main type worn, "analog wristwatches" account for the majority at 59.5%. "Smartwatches" are 17.9%.

"Smartwatches" have a usage rate in the 20% range for those in their 20s and 30s. In their 50s and 60s, 60-70% mainly use "analog wristwatches."

The top purpose/reason for wearing a watch is "to quickly check the time," at 41.3%.

For those in their 20s, "to check smartphone notifications" and "for health management/exercise tracking" are high, indicating they are used as multi-tools with additional functions beyond just time checking. For those in their 60s, "to quickly check the time" is high at approximately 60%.

The volume zone for the price when purchasing a smartwatch is "under 5,000 yen" at 22.0%.

This is followed by "30,000 yen to under 50,000 yen" at 15.7%.

Regarding future intention to wear a watch, 59.7% responded that they want to continue wearing one. Among these, "want to wear a traditional wristwatch" is 32.3%.

The older the age group, the higher the tendency to "want to wear a traditional wristwatch." For those in their 20s, "want to wear a smartwatch" is 24.1%, which is high compared to other age groups.

Survey Items

□Demographic Questions

□Wristwatch Usage Status

□Main Type of Wristwatch Worn

□Purpose and Reasons for Wearing a Wristwatch

□Price When Purchasing a Smartwatch

□Future Intention to Wear a Wristwatch

◆Download cross-tabulation tables here

https://www.cross-m.co.jp/report/trend-eye/20260708watch

Survey Overview

Survey Method: Internet Research (using Cross Marketing's self-service survey tool "QiQUMO")

Survey Area: All 47 prefectures

Survey Target: Men and women aged 20-69

Survey Period: July 3 (Fri) - July 4 (Sat), 2026

Valid Responses: 1,100 samples for this survey

* Survey results may not sum to 100% due to rounding.

【Company Profile】

Company Name: Cross Marketing Inc. https://www.cross-m.co.jp/

Location: Tokyo Opera City Tower 24F, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Established: April 1, 2003

Representative: Mikoshi Igarashi, President and CEO

Business Activities: Marketing research business, consulting related to marketing research

◆Contact for Inquiries from Media Regarding This Matter◆

Cross Marketing Inc. Public Relations Department

TEL: 03-6859-1192 FAX: 03-6859-2275

E-mail: [email protected]

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